According to French industry magazine Challenges, Decathlon is planning to consolidate its numerous private brands. According to the publication, CEO Barbara Martin-Coppola plans to reduce the number of brands from around 70 to 12, while the Decathlon brand will be expanded through a range of multi-sport products. A similar step was taken earlier this year by Sport 2000, where, under the leadership of Managing Director Margit Gosau, all previous exclusive labels were replaced by the new Witeblaze brand.

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